Cegid Bets on Practical AI for Retail Revolution

Lyon-based management solutions expert Cegid is aligning its strategic development with the transformative power of generative artificial intelligence, rebranding its Forward 2026 initiative to Forward.ia. This updated program, while emphasizing rigorous deployment and experimentation, particularly within its Retail division, is committed to avoiding the proliferation of unnecessary generative tools. Nathalie Echinard, general manager of the retail division, asserts Cegid's philosophy: "Our approach has always been to make innovation useful and not to create gas factories that serve no one." She acknowledges, however, that AI and generative AI are poised to revolutionize the retail landscape, impacting both internal teams and customer interactions.

The company's commitment to practical AI applications was evident at last year's biennial Cegid Connections Retail event in Rome, where eight AI use cases were presented, designed to anticipate retail needs up to 2030. Four of these have already been successfully implemented. A prime example is the enhancement to the Livestore checkout solution, which now facilitates seamless communication between sales assistants and customers who speak different languages, thanks to a convenient split-screen interface.

Further strengthening its offerings, Cegid has also upgraded its Retail Store Excellence tool, a crucial platform for communication between head offices and their extensive store networks. Echinard explains, "It can now translate and send messages to each store, for example to explain a new collection, in the case of fashion brands." This enhancement goes beyond simple translation; AI can now directly generate foundational message bases or even visuals, providing comprehensive guidance to sales teams.

Addressing the challenges of high staff turnover and limited training time in the apparel sector, Cegid has historically provided user-friendly dashboards. However, AI is now taking this a step further, enabling sales personnel to verbally interact with the system to articulate problems and receive guided solutions. "We're gradually moving towards an augmented sales assistant," Echinard states, emphasizing how this augmentation enhances customer engagement, improves efficiency, and optimizes time. These intelligent applications will assist staff in prioritizing tasks based on real-time store activity and facilitate smooth transitions between various responsibilities.

Personalization remains a key focus. Cegid is currently developing a new tool, previously showcased to its partners, which leverages customer data and sophisticated product recommendation algorithms. This innovation will augment the Livestore tool by assisting sales assistants in quickly identifying customer needs and existing preferences. Echinard describes this as a "6-8 word cloud that gives maximum information in a short space of time to the salesperson," ensuring that staff remain engaged with customers rather than being preoccupied with a tablet.

In addition to innovation, security is a paramount concern for Cegid's high-profile clientele. Echinard highlights the increasing demands from brands regarding security breaches, cyber-attacks, and ransomware. "When our customers are major players in the luxury goods and CAC40 sectors, we take this very seriously," she affirms. She notes that, contractually, security updates are the only notifications Cegid can automatically deploy to its customers, a practice that, "given what's at stake, no brand has a problem with."

Looking ahead, following the NRF (formerly Paris Retail Week) trade show in Paris this September, Cegid will begin preparations for the 2026 edition of Cegid Connections Retail, scheduled for spring in Prague. Echinard expresses a desire for a more rational approach to AI in the market by then. "The enthusiasm it generates needs to stabilize, and everyone needs to stop going off in all directions," she concludes, citing a Gartner study from last June that predicted 40% of AI tools currently in development could be abandoned by 2027.